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广告宣传文本是以营销为目的。为了达到该目的,广告文本应该综合考虑目标受众的心理、文化等各种因素的影响,其译文也同样应当如此。以两岸三地苹果官方网站的广告文本为例,运用顺应论的分析方法,可以清晰地展示出其译文中体现的两岸三地文化上的互通性和多样性。从三个广告译本中可以看出,两岸三地文化同源;而在书写、词汇和句式上体现出的细微差别则暗示了三者的文化差异。
Advertising text is for marketing purposes. In order to achieve this goal, the advertising texts should take into consideration various factors such as the psychology and culture of the target audience. The translation should also be the same. Taking the advertising text of the official website of the two places across the Taiwan Strait as an example, using the analysis method of adaptation theory can clearly demonstrate the cultural interoperability and diversity embodied in the translations of the three places. As can be seen from the three ad translations, the cultures of the three places on both sides of the Taiwan Strait share the same origin; while the nuances of writing, vocabulary and sentence patterns suggest the cultural differences among the three.